Key determinants of willingness to develop digitalized agritourism: Evidence from Tuyen Quang, Vietnam

Digital transformation is increasingly considered a key pathway to enhance the competitiveness and sustainability of agritourism in rural areas. However, farmers’ willingness to develop agritourism models integrated with digital transformation remains uneven, particularly in mountainous provinces of Vietnam. This study investigates key determinants influencing households’ willingness to develop digitalized agritourism in Tuyen Quang Province, Vietnam, focusing on market access support, perceived risks, and farmers’ socio-demographic characteristics. Using primary survey data collected from 297 farmers, the study applies forward stepwise (Wald) binary logistic regression to identify significant drivers and barriers. The results indicate that support for digital platforms and market access significantly increases farmers’ willingness to develop digitalized agritourism, highlighting the importance of strengthening digital market linkages. In contrast, farmers’ age negatively affects willingness, suggesting that older farmers face greater challenges in engaging with digital tools and services. Moreover, perceived financial risk of digitalization shows a negative and marginally significant effect (p